When things aren’t going well from a PR perspective, then it’s a matter of urgency that you do something about it. Your image is incredibly important and it needs some serious protection. So if you’re struggling to manage your PR yourself, then it could be time to think about hiring a professional PR agency. It’s amazing what a difference you can make to your business just by giving your PR methods a bit of a shake up. And that’s something that David Cameron has cottoned onto with the appointment of Craig Oliver as director of communications. Oliver is a broadcast journalist and the fact that he is relatively unknown is what will have first encouraged Cameron to take him on. Cameron needed to avoid employing another person who could simply act as a target for the opposition and Oliver really did fit the bill. Oliver is said to be fairly objective and this could help to save Cameron from the effects of what have so far been PR disasters in the form of the announcements of the NHS reform and the privatisation of forests. Oliver will improve televisual communications which is something that Cameron is in desperate need of but it remains to be seen whether he can overhaul Cameron’s image. One thing’s for sure though; Cameron had the right idea when he decided to make a change to his PR tactics.